social media and the parking industry
TRANSCRIPT
#socialparking
#pieshow2017
Kathleen LaneyPresident and Founder,
Laney Solutions
Dr. Bob HarkinsAssociate Vice President,
University of Texas at Austin
Dude, is he even qualified to use
that thing?
TODAY WE WILL DISCUSS…
Social Media BASICS
TODAY’S Social Media
Parking CAN Be Social
Social Media as part of CRISIS
RESPONSE COMMUNICATIONS
WHAT IS SOCIALMEDIA?
vintage social media
A fancy way to
describe the zillions of
conversations people
are having online 24/7.
vintage social media
60/30/10
The Social Media Content Mix Ratio
Sharing other people’s
content and posts
Sharing content that you created (blogs, white papers, case
studies)
Sharing content with calls to action
CURATED
OWNED PROMOTIONAL
WHY USE SOCIAL MEDIA?
EVERYONE USES IT…
… AND USES IT A LOT.
Source: HootSuite Survey conducted online by Harris Poll in May 2016 among 2,048 US adults
THE PEOPLE YOU WANT TO TARGET ARE ON SOCIAL
Buyers, both B2C and B2B, use social media to help make
purchasing decisions.
Source: Q3 2016 Sprout Social Index
EDUCATE
Answers to frequently asked questions related to your industry
Top tips and strategies
How-to articles
Trends in your industry
ENTERTAIN Pictures of your office, products and/or
employees to give people a "behind-the-scenes" look at your business
Photos and videos from company parties or community events you attend
Motivational quotes, quotes related to your industry, and appropriate humor
Contests or surveys to get your followers engaged
ELEVATE Highlight a current sale or promotion
you're running
Link to one of your products/services
Share testimonials of happy customers
Announce new offerings, or other business news
How to cut through the noise?
PAID
SOCIAL
12
34
5
INFLUENCER MARKETING
INFLUENCER
MARKETING
IN THE
PARKING
INDUSTRY
Social selling refers to
finding and connecting
with potential prospects
via social media to
increase sales and by
building relationships.
A recognizable personal brand will open up opportunities.
Creating a vision for your future and implementing that
vision in the form of a personal brand can lead to:
a better job
better contacts and clients for your company
industry recognition
and much, much more…
AUTOMATION:The Key To Having Time For Social
Media
TYPES OF SOCIAL MEDIA
AUTOMATION TOOLS
Content curation
Publishing platforms
Listening tools
Social selling aids
Community engagement
Customer service
Promotional initiatives
Hey, where did everybody go???
CALE – VIDEO CONTENT
PARKPLUS SYSTEMS AND INFLUENCER
MARKETING
ACE PARKING AND COMICCON
SOCIAL MEDIA ISN’T JUST ABOUT MARKETING!
LESSONS LEARNED:Campus Security and Safety
The University of Texas
CRISIS COMMUNICATIONS’ ESSENTIALS
ONE: Assemble a team to MONITOR all social media platforms.
CRISIS COMMUNICATIONS’ ESSENTIALS
TWO:Have prepared a list of
templated messages for
every platform and
every possible scenario.
CRISIS COMMUNICATIONS’ ESSENTIALS
THREE:Put ONE person in charge of
communicating essential PUBLIC SAFETY messages via
social media.
CRISIS COMMUNICATIONS’ ESSENTIALS
FOUR:Remain in constant contact
with those monitoring so you understand the public
sentiment.
CRISIS COMMUNICATIONS’ ESSENTIALS
FIVE:Address fears/concerns in
reasonable ways.
CRISIS COMMUNICATIONS’ ESSENTIALS
SIX:Person in charge should be aware of what information
CAN and CANNOT be shared.
CRISIS COMMUNICATIONS’ ESSENTIALS
SEVEN:Communicate every 10
to 20 minutes. - assign a “clock watcher” to
monitor frequency/time.
CRISIS COMMUNICATIONS’ ESSENTIALS
EIGHT:Only respond to comments that
warrant a response.
CRISIS COMMUNICATIONS’ ESSENTIALS
NINE:“Self regulate” communications
in response to negative/inaccurate comments made on social media if others are addressing them effectively.
CRISIS COMMUNICATIONS’ ESSENTIALS
TEN:Keep your policies and protocols up-to-date!
